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By Jason Burby | September 26, 2006

I was in a meeting the other day with one of the Web analysts on my team. He threw out the term "data smog" to describe the massive amount of data a new client was regularly reviewing. They were struggling to pull insight from the data because all their time was devoted to just putting all their different data types together.

He later provided a definition he found online: "To be overwhelmed with too much information. Example: A Google search that turns up six million references is data smog."

In no other industry is data smog a greater issue than in Web analytics and the related site data that goes with it. Our clients commonly look at the following data types to understand site performance:

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